Mondelez International said Friday it will split its global media business between Dentsu Aegis' Carat and SMG. Carat will be Mondelez' media partner in Asia Pacific (including India), Europe and North America and SMG will handle its Eastern Europe/Middle East/Africa and Latin America businesses. Before the review, Mondelez had Carat handling Asia Pacific and Europe, while SMG was responsible for North America, Latin America and Eastern Europe/Middle East/Africa.
In India, Mondelez was handled by Sam Balsara's Madison World, which we reported was set to lose Mondelez India media account to either Starcom Mediavest or Carat India. Carat will also be the snack maker's communiations agency for global categories.
Carat will also be the single agency for all of the categories in a
communications agency role. Before the media review, SMG was the
company's global agency for biscuits, gum and candy, while Carat was
responsible for its global chocolate business.
All of the appointments take effect on Jan. 1, 2016.
The announcement completes the media review the snack maker announced
in early June. Mondelez said that centralizing its media operations with
two core agencies should reduce costs by more than 10%. The company
said it plans to reinvest those savings for long-term growth.
Carat and SMG were already working with Mondelez on its media business
before the review. Mondelez's two incumbent regional agencies -- PHD for UK and Madison in India -- were not invited to participate in the review.
"Both agencies are terrific partners and we're excited about this next
step in our transformation journey," Mondelez said in a statement.
Source: http://www.adageindia.in/agency/agency-news/madison-loses-mondelez-media-business-to-aegis-carat/articleshow/49292614.cms
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